Dias nummer 1

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How does a small country like Iceland continue to
attract the future tourists/travellers? Hermann
Haraldsson, CEO OMD Nordic
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(No Transcript)
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intangible
Megatrends
values
Globalisation
Individualisation
Technology
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intangible
values
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The marketers new reality
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The new competition

• Globalisation opens up for a wider competition
• The competition is no longer only the hotel in
  the next city or the museum next door it is
  destinations all over the world

Siberia
Iceland
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Claim The greatest product in the world!!!
Norway?
Iceland?
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How is your product (Iceland) perceived?
It stays light all night, it is bizarre.
I think of Iceland as an adrenaline type of
place - off-roading on glaciers and so on
They have two types of weather either it rains
or it is about to rain
Horse riding. Riding small ponies in those
strange mountains
The blue lagoon, volcanoes, hot springs and
Iceland ponies
It is a completely different environment, snow
ice.
Icelandic Sagas
All Icelanders have two jobs in order to afford
to live
Great nature Hot springs, volcanoes, geysers
I imagine that if you look at Iceland from
above, it will look pretty grey. Stones and lava
- and always zero degrees
I think of Iceland as hip and modern, I think
its probably quite stylish
Quotes from focus groups conducted in NO, DK and
UK for Icelandair.
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Welcome to USA!

• Is this the solution?
• Smaller cities in USA profiling them selves by
  sensations

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Welcome to Iceland!?
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The winning formula
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The Winning Formula
Authenticity
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Authenticity

• Today we see this as a reaction to the fact that
  we have enough monetary resources. We seek the
  more emotional values for example represented by
  individual packages, homemade foods or crafts
  work done by local craftsmen
• Autenticity is about
• Being original
• Real
• Genuine
• The sense of authenticity often contributes to a
  products likeability

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Focus!!!!

• Treat Iceland as a brand
• Focus on the core
• Build around the core
• Communicate the core
• Utilize the megatrends
• Utilize technology - digitalization
• Segmentation
• Communication

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After all

• "There is no place like home"